Instead of opting for a runway show or a traditional showroom presentation, Italian menswear label Brioni decided to take its sartorial talent outside and reveal its Spring/Summer 2013 collection in the lush gardens of Milan’s La Triennale.
Inspired by American photographer Slim Aarons’s motto of “photographing attractive people doing attractive things in attractive places”, the presentation of the collection attempted to create portraits of men unwinding on a balmy Sunday at their favourite club, in cosmopolitan resorts with live jazz drifting in the air, enjoying a picnic amidst nature, or playing outdoors sports such a badminton or croquet.
The collection relies on bright colours such as fire-engine red and sun-kissed yellows and ochre that evoke the Tuscan countryside in Summer, juxtaposed with water colour hues, from aqua to ocean blue. Shapes include the ‘Jardigan’, one of Brioni’s key pieces for Spring/Summer 2013: this is a garment envisioned as a modern rendition of a mid-1950s archival piece that envelopes the body like a jacket but with the ease of a cardigan fashioned from fine wool crepe. Another example of light-weight clothing comes in the form of an unlined blazer, whereas denim is mixed with an interlock of blue and white linen to create a slim two-button suit.
On the accessories front, a hand-entwined weave is carried out on looms with leather strips in two different colours in duffel and weekend bags, small leather goods and limited-edition lace up shoes. The collection is complemented by a range of beach towels and matching swimming trunks.